As we step into 2025, new state-specific privacy laws in Iowa, Delaware, New Jersey, Nebraska, and New Hampshire are reshaping how advertisers manage user data. These laws prioritize transparency, user consent, and data protection, and Google Ads is making adjustments to ensure compliance while maintaining advertiser efficiency.
Key Updates:
User Data in RTB (Real-Time Bidding) Requests
- Google will remove Google User IDs from RTB bid requests originating in affected states to comply with local privacy laws.
- Advertisers can still leverage device advertising identifiers and buyer-hosted match data where privacy regulations allow.
Expanded Cookie Matching Changes
- Cookie matching practices are being adjusted to align with the new legal landscape, pushing advertisers toward privacy-conscious targeting.
Non-Personalized Ad Requests Filtering
- Advertisers have the option to filter requests without user identifiers in pre-targeting settings, helping them tailor their campaigns to privacy-compliant audiences.
Publishers now have more control over which buyers access their inventory, enhancing data transparency and accountability.
Google assures these updates will not affect its other products, like Workspace or Cloud Identity.
What This Means for Advertisers
Advertisers must transit from relying on granular user data to using contextual advertising and AI-driven insights that respect privacy while delivering impactful campaigns.
While removing user IDs in RTB requests and cookie adjustments may reduce user-specific targeting in these states, contextual ads and non-personalized strategies are growing as alternatives. Success in this new landscape depends on balancing the delivery of valuable, relevant ads with compliance with stricter privacy standards.
